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What’s up with White Fox? How ‘Hotmail viral’ marketing helped the fashion brand win over gen Z

Outdoor advertising is just a very visible tip of the rapidly growing Australian fast-fashion brand’s sales efforts, which also include a university student influencer program Get our weekend culture and lifestyle email Four women standing in front of a caravan in the desert appear the first time I open the White Fox app. The cowboy hats, micro-shorts, low-slung belts and knee-high boots suggest they’re on their way to Coachella. The text reads: “Your new wardrobe just dropped,” alluding to the “hundreds of styles” the online-only Australian fast-fashion brand says it releases every week. The image encapsulates the strategy that has made White Fox a favourite among teenage girls and twentysomethings across Australia, the United Kingdom and United States. It positions White Fox as the brand hot girls wear to cool parties, and generates fear of missing out in the process. Sign up for the fun stuff with our rundown of must-reads, pop culture and tips for the weekend, every Saturday ...
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Sara Sharif’s father, stepmother and uncle charged with her murder

Urfan Sharif, Beinash Batool and Faisal Malik charged after Sara, 10, found dead at her Surrey home in August

The father, stepmother and uncle of 10-year-old Sara Sharif have been charged with murder after police found her body at their Surrey home in August.

Sara’s father, Urfan Sharif, 41, her stepmother, Beinash Batool, 29, and her uncle, Faisal Malik, 28, flew to Pakistan with five children in August. Shortly after arriving, Sharif called emergency services in the UK to report that Sara was dead at their house in Horsell, near Woking.

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